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[00:00:38] Jason S. Bradshaw: He's the creative force behind the bestselling hair products like Tidal Wave Sea Salt Spray, innovative digital courses for hairstylists and HairAdvisor.ai. An exciting new AI powered platform for on demand hair advice.

[00:00:56] Jason S. Bradshaw: His mission is clear, empowering entrepreneurs and creatives to elevate their business through education, consistency and authenticity. Let's dive in and learn from Stephen, TheSalonGuy. Stephen, it's great to have you on the show today.

[00:01:23] Jason S. Bradshaw: Now, I don't know about you at home listening or watching today, but just listening to that intro, I'm exhausted. You must never stop. How do you do it all?

[00:02:17] Stephen Marinaro: For me it actually, it's oh my gosh, I'm in an awful position right now. This is amazing. And it drives me to keep pushing forward and keep going.

[00:02:57] Jason S. Bradshaw: Yeah. And congratulations, by the way, on the new book. We'll get to it a little bit later in the show, but Why, What, How? The Step-By-Step Playbook For Creating A Memorable Brand.

[00:03:15] Stephen Marinaro: I don't know how that's possible, but I was like, when I saw the photograph of it there and I was like, wait, I have both of those books. Like how is that even possible? So yeah, it was, it's definitely pretty cool.

[00:03:41] Jason S. Bradshaw: Now Stephen, every memorable story starts with a spark. Can you share with us that defining moment where you realize your journey could inspire and connect with so many people?

[00:04:11] Stephen Marinaro: When I first started, Jason, do you know what my goal was? I had a goal of one. I had a goal of one person. I said, if I can inspire one person they can provide me with some sort of feedback that I'm changing their life with what I'm doing, then I'm onto something.

[00:05:58] Jason S. Bradshaw: And, 15 years on that overnight success has definitely worked. I know that there was a point in your journey where you started interviewing celebrities from all walks of life. What was the catalyst for you to start doing that? And how did you have the will, the strength of power to find a way into those audiences or to those celebrities?

[00:07:16] Stephen Marinaro: He told me what to do and so I did that. I got press credentials at, Mercedes-Benz Fashion Week in New York City when it was still Mercedes-Benz Fashion Week. I got my press credential, had no idea what to do, what was gonna happen. Okay? I'm a press guy all of a sudden. And he goes, make sure you look at the front row. The front row at fashion shows and events, those are where all the celebrities, like a buffet. I said, okay. All of a sudden I'm like, oh my gosh, that's that's and I started just approaching them. You gotta approach 'em and then you have to get to their PR person. You literally have five to seven seconds to sell yourself to land an interview with any one of these high profile individuals. And I learned the art of persuasion through just being myself. And then it became second nature. So it went from interviewing local salon owners and hairstylists, to interviewing celebrities and then interviewing one of the top reality TV shows at the time was being filmed 20 minutes away from my house.

[00:08:42] Jason S. Bradshaw: And I think also the, it's about taking that uncomfortable action at times. Like I'm sure as you explained that first time at Mercedes-Benz Fashion Week. You weren't exactly like jumping up with joy of this feels like home. It was a little bit uncomfortable for you, but you took the action anyway.

[00:09:18] Stephen Marinaro: Because I see what's happening right now. What's happening is a there's lot of individuals who wanna grow a brand. There's a lot of individuals who may be frustrated, who may be challenged. They don't know what to do. They might feel lost. They can't answer those three questions. And what I didn't wanna do was write a storybook of four chapters in about me playing soccer when I was 10. So this book, I get right into it. This is basically a handbook, a tactical handbook with no fluff, barely any storytelling, just little drips and drabs. There's some cool elements in the book where you can scan a QR code and watch me, do a video of me actually talking, which is pretty cool. And it was just something that I said, I think a lot of people need this right now. They want answers quickly. They wanna take action quickly. They want results quickly. So I said, let me see if I can try to capture an audience and capture their attention.

[00:10:54] Jason S. Bradshaw: One of the things I absolutely love about the book is that in each of the sections you have an accelerator, if you like, a 60 minute action plan. You talk about not having fluff in the book. You've definitely made sure that it's action orientated and gives the reader a really clear roadmap for how to get started. So many books has it's all theory and no action. This has definitely got the action banked into it.

[00:11:31] Stephen Marinaro: If you could answer those three questions - Why, What, How?- It's gonna lay everything out for you. Why is the main reason. It's your backbone. It's your fuel. Why do you want to do what you wanna do? A lot of people can't even answer that question. Or they'll say, oh, I don't know, like they think I'm gonna make a lot of money. I wanna be a paid YouTuber. I'm gonna make a lot of money, or I wanna post videos and I wanna do this. They're not really understanding the why behind it. I'm like that's no real true core meaning. A lot of those whys come from suffering, from pain, from tragedies. How many times have you heard a-list celebrities, rappers, musicians about being, oh, I was homeless? I was broke. All these people talking about the lowest of their lows. The most successful people talk about and their why is that. I was homeless at one point. I said, I never wanna be homeless again. So that's why I am doing this.

[00:12:44] Stephen Marinaro: And then how are you going to do it? The how is almost just as important as the why, because a lot of people don't understand what goes into making things. The how, right? How are you going to film this podcast? How are you going to prepare things? It's all about the end result, right? How are you going to make the damn thing happen successfully? So all of these three elements are so important. I've been saying this for years, Jason. This isn't something I just came up with two months ago. I've been saying why, what, how for 10 years? So it's something that is near and dear to my heart and if you really can break those things down, especially if you feel lost or you're just starting out, it's really gonna help you.

[00:13:40] Jason S. Bradshaw: To someone picking up a copy of your book, what would you say to them if they're thinking about skipping the why and the what, and just jumping to the how.

[00:14:25] Jason S. Bradshaw: Yeah. Each of those sections are contained in a sense. Really great tactic there.

[00:14:54] Jason S. Bradshaw: How have you stayed relevant throughout all of that disruption?

[00:15:27] Stephen Marinaro: So 15 years is when I started my brand, TheSalonGuy but 30 years I've been in the industry as a professional. I was, 21 working for the largest beauty company in the world at the time, L'Oreal. I was a kid representing the biggest beauty company. And then I worked for other major companies too. And I've learned a lot from a very young age. And all that experience I had, those 15 or so years prior, got me to the point and really helped me get to where I'm at, to be able to understand what it was I was doing and fuel it. And even back then, technology was so different, it was so crazy and I just stayed with it.

[00:16:29] Stephen Marinaro: And lastly on that, there's a lot of competition, especially in my space, the hair product space. Jason, I'm competing with 20 year olds who are living at home making products in their bathroom and just because they have nice hair, a pretty face and nice abs, they're outselling me because people, that generation is worshiping them. That's my competition. I'm a dinosaur compared to these people, but I'm also referred to as the OG, the GOAT. So there's a lot of old school people who understand. Stephen was one of the OGs man. He was one of the guys who first started this. So I've earned my street cred and that's what's really important. But you have to be learning every single day. And it's also very inspiring and motivating.

[00:17:38] Stephen Marinaro: It's interesting. I've had people, friends and people in my circle who have been there in person watching me do it. From afar watching me do it. And they always said to me like, Stephen, no matter who you're with, how big that person is, you just seem so natural, right? You just seem like you're yourself. You bring them into your world and it's just, you're so great on camera that it's almost like you're so entertaining to watch. And that's me not even trying to do anything. That's just me being me. And I think lot of the times I've learned that when you treat someone like they're a person with respect, they'll be just as respectful right back to you. When you joke with them, when you laugh with them, when you just make them feel like they're normal people or you make them feel warm and welcome, they're gonna respect you. Also you have to show that you're intelligent. You have to show you're well-spoken. Because it's just like any conversation, these are people who are getting approached every 30 seconds by someone wanting to ask them a question. And trust me, Jason, I've been on some major red carpet events where I'm like... Really? What a dud this guy is asking these questions or this... what a idiot. And I'm like, they're major networks. Here I am, my own individual brand asking like, hey, let's talk about your hair. What's most important to you? Hair or clothing? They're like, oh man, if my hair's messed up, I'm not gonna feel too good.

[00:19:18] The actor, John Voight. In one of our interviews, we talked about beards for the first three minutes, and and he was on that show, Ray Donovan. He was talking about like how one of the seasons he looked like he had to be going on a binge and his beard. I said, you know, I'm a big beard guy, but what's with your beard? Oh, it's for the part from Ray Donovan and have to have this look. And then we just went into beards and then we just talked about, and it went from that into whole, all these different topics. Next thing you know, it's like the guy's like, all right, look, I've been with you for 45 minutes. I gotta go. You know what I mean? So you bring them into your world. And I think I've realized the biggest takeaway is like a lot of these people are just their people, and you treat them like they're normal and you get to see a different side of them.

[00:20:20] Stephen Marinaro: Being that my last name is Marinaro, that's the sauce, right? Marinaro sauce right there. That's a good one, Jason. I like that. Honestly, when people see me, they go, boy, you're, you have such nice hair and good look. Oh, I know, thank you. But anyway I think honestly what it comes down to, and that's a really, I take that as a compliment because something that I just overlook and I think that has really made me who I am as far as my brand. Because the tone that I set even in my videos, I'm just being me. I'm just being well-spoken. I'm sharing my passion. I'm sharing my knowledge. And what's interesting is I can even see that in my comments. People who leave comments, like for example, if I make a video, it's a bit more off topic or a little more wholehearted, or something a little bit like a rant type of video, the floodgates open with Stephen, you're passionate, your work. They're so nice because they recognize who I really am. And again, when it comes down to competition, there's a lot of people in the space that I'm in, whether it's men's grooming or hair related stuff, that literally all they do is flaunt Ferraris and new mansions, and they lure these people into brainwash them by being super flashy and it's almost so gimmicky and scammy. I don't know how more people buy into that, I've never been like that and I never will be. So, yes, it is me being authentic. That really is the word authenticity. There's a lot of people out there they're not authentic. There's no credibility to what they're doing. It's like talking about being, or making it seem like you're a heart surgeon and being an expert in heart surgeries, but you've never done a heart surgery, not even a doctor. That's what we're up against Jason. You know what I mean? A guy who could say, oh, I'm the king of podcasts and okay, we're, let me just watch your podcast. Oh, I don't have one. I'm like, oh, that's what we're up against.

[00:22:29] Stephen Marinaro: Sure. You know what's also interesting is there's a couple of things that I think are important for viewers to build more brand recognition and some credibility. I'm sure some of your viewers have heard of Gary Vaynerchuk. He put me in his book Crushing It! And that was a huge accomplishment. He actually asked me live on one of his live streams. I know Crush It!, which was his first book. And he goes, I know Crush It! is what did it for you, and that's why I'm gonna put you in Crushing It!, and he put me in it. So, a lot of people found out about me through that. He wrote me a quote for my book my, not this book. I had another book called Brand You, which was my first book he wrote a quote for that. So I think that 's also some street cred that is pretty cool.

[00:23:29] Jason S. Bradshaw: And we'll be sure to put in the comments below, links to all of the ways that you can connect with Stephen, TheSalonGuy.

[00:23:48] Jason S. Bradshaw: So Gary Vaynerchuk is arguably one of the biggest authorities at the moment on how to get attention. And he is very big on personal brand and leaning into it. And for you to be invited to be part of his book talks to the quality of work that you're doing. I'm wondering how do you get the attention of the man that's all about getting attention.

[00:24:17] Jason S. Bradshaw: Thank you.

[00:24:18] Stephen Marinaro: questions. I'm really impressed, Jason. I'm really impressed.

[00:27:26] Jason S. Bradshaw: Yeah, taking the uncomfortable action, that theme keeps coming back. How easy would it have been for you to just to jump in the car and go, oh, I missed the moment. I'll do it again another time. The time would may never have come again, or it definitely wouldn't have been the same.

[00:27:48] Jason S. Bradshaw: Before I let you go, I have one last question. After someone finishes your book and just in case you don't remember, that's "Why, What, How: The Step-by-Step Playbook for Creating a Memorable Brand"

[00:28:13] Stephen Marinaro: That's a great one. This book is, like I mentioned, a really hardcore book, the responses that I've been getting so far from people who just finished a book, who have been kind enough to reach out to me, like personally they're all telling me that this was an eye-opening, awakening moment for them. And my biggest accomplishment or feeling is someone actually taking action. Biggest thing you can do after finishing this book is take action on whatever it is. After you do all the exercises, the accelerators, it's taking the action on what you need to do. And I've even had people send me and I'm seeing it publicly they're changing their website, they're changing their language. They're launching a website, finally. They're starting an LLC. I've been getting all sorts of different feedback and people are sending me photos. Because of your book, I've been able to like, increase my business. I've been able to get that motivation I've been looking for. I wanted to give up. So I think the biggest takeaway is just knowing that someone's gonna take action. Because that's why I made this book. It almost forced you to take action. It's a tactical handbook, it makes you realize, and it makes you think, I have to do something. If I don't do something, nothing's ever gonna happen. You know what I mean? Nothing's ever gonna happen.

[00:29:56] Jason S. Bradshaw: I'm seeing more and more focus on two things- either trying to be the next shiny object, which is great in the moment but it's not sustainable. Or, they're just doubling down, especially with the economic conditions that we're in at the moment and the uncertainty because of actions of various leaders. That they're just doubling down on filling their funnel with sales, with new customers, but they're failing to take action to care for, and to nurture their existing customers.

[00:31:12] Stephen Marinaro: Yeah, that's interesting. And every day we're seeing the people popping up with the courses and the this and the that on YouTube and I'm like, wait, how are you making a hundred million dollars? These people boast about how much money they're making and I'm just like, how are you doing this?

[00:31:39] Jason S. Bradshaw: And of course there are definitely creators out there that are delivering immense value and they should be reaping the rewards that come with that. I always say that do your due diligence before you purchase. If it's a $7 purchase, you probably don't have to think too much about it, but if it's a $7,000 course, you should definitely know that what you're getting yourself into.

[00:32:05] Stephen Marinaro: Yes, thank you. You've really asked some great questions. And you should be doing some red carpet events.

[00:32:14] Jason S. Bradshaw: Stephen, TheSalonGuy, packed with insights on branding, creativity, and entrepreneurship.

[00:32:26] Jason S. Bradshaw: And if you're feeling extra generous, leave us a review. It helps much more than you would imagine, and it helps people discover conversations just like this one.